How Samsung's Foldable Phones Fit Multi-Hyphenate Lifestyles
Samsung is promoting its latest foldable smartphone lineup, the Galaxy Z Fold8 and Flip8 series, through a campaign featuring 'multi-hyphenate' individuals who balance diverse professional and personal pursuits. The campaign highlights how the devices support users who refuse to be defined by a single role or career path.
Why it matters
This marketing strategy reflects a broader cultural shift toward valuing versatility and multi-faceted lifestyles, which tech companies are increasingly targeting with specialized hardware.
Samsung’s latest Galaxy foldables are designed for lives that span different pursuits and priorities – something the multi-hyphenates in its Unfold Your Range campaign know well
Samsung’s Unfold Your Range campaign means different things to different people. For Gladys Lam and Avi Dixit, it means refusing to be just one thing.
Gladys Lam races cars, rescues hamsters, runs a business and creates content. Avi Dixit spends his days making videos before heading for national cricket training in the evening. And visual artist Tobyato moves between murals, sculptures, art toys and commercial collaborations – while making time for late-night runs.
Their lives may look very different, but all three have something in common: None is easily defined by just one pursuit.
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